#premium programmatic

The panel focused on how, as programmatic media buying becomes a strategic focus for advertising holding companies, organizations have no choice but to embrace the programmatic revenue opportunity.  As a part of the transformation, first party data has become the new currency of advertising.  One of the challenges of this change arises from the fact that the Publisher's Ad Server was built to serve to pages, not users.  Direct sales are still important - in the near future of the Programmatic Era, salespeople will be selling "access" instead of packages.

Programmatic is based on the three Cs: consumer, creative and content. Seemingly, the best content is from short-tail sites or traditional publisher content on long-tail sites on the independent Web. Usually,  content that is written for affluent audiences. With this focus on the three C’s, programmatic is beginning to be more powerful than television.